在激烈的市场竞争中 ,质量越来越成为竞争的焦点。在不同企业的商品趋向同质化的今在 ,单纯依靠提高商品本身的特性赢得顾客已变得软弱无力。产品经济时代已经过去 ,取而代之的是品牌经济时代。论述了实施名牌战略的意义和作用。同时对实施名牌战略实践的经验进行了总结归纳。 In the fierce market competition, quality has increasingly become the focus of competition. Nowadays, when the commodities of different enterprises tend to be homogenized, customers have become weak and weak by relying solely on improving the characteristics of the commodities themselves. The era of product economy has passed, replaced by the brand economy era. Discusses the significance and function of implementing brand strategy. At the same time, the experience of implementing brand strategy is summarized.